EVENTS PLAN 2014 2020 - 2016 Update Appendix
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Appendix 1
SCOTTISH BORDERS COUNCIL
EVENTS PLAN 2014 - 2020
2016 Update
2016 Update: October 2016
Economic Development, Scottish Borders CouncilScottish Borders Events Plan 2014 – 2020: 2016 Update
1. Introduction
Events are recognised as an important part of the social and economic life of
communities. They have the potential to enrich lives, attract visitors, and add
significantly to the economic vitality of an area. Events help us celebrate our cultural
identity and heritage, and are increasingly based on our rich natural heritage.
The Scottish Borders Council Events Plan reinforces a strategic approach to events
across the Scottish Borders.
In 2015, EventScotland published its updated ‘Scotland The Perfect Stage’, the national
event strategy. ‘Scotland The Perfect Stage’ comprises the Events and Festivals aspect of
‘Tourism Scotland 2020’, a strategy for the tourism industry established by the Scottish
Tourism Alliance.
The revised ‘Scotland The Perfect Stage’ strategy focuses on:
Promoting the importance to successful events of communities and partnerships
between the public, private and third sectors.
Sustaining support for investment for events from private, public and third sectors.
Working together to tackle inequality.
Better consideration of transport links, technology and accommodation within long
term event planning.
Using events to promote Scotland to the wider world.
Continuing to develop existing Scottish events, as well as securing one-off events.
Recognising events as a driver of Scotland’s visitor economy.
Developing the industry through further higher, post-graduate and CPD courses, as
well as the exchange of best practice.
Improving how the economic, social, environmental and promotional value of events
is evaluated.
The national strategy for delivering the vision and fulfilling the mission has two
components,
I. To utilise and develop the assets that Scotland has which make it ‘The Perfect
Stage’ for events:-
Our people
Our cultural identity and heritage
Our natural environment
Our built facilities
Our signature events
II. To deliver a portfolio of events which provide world leading authentic experiences
for residents and visitors:-
Authentic experiences
Events
Residents and visitors
2Scottish Borders Events Plan 2014 – 2020: 2016 Update
The Scottish Borders Council Events Plan links directly to the national Events Strategy,
and to regional economic, tourism and sports strategies, and the Single Outcome
Agreement to sustain and grow economic activity in key sectors of the Scottish
Borders economy.
The Tourism Strategy and Action Plan for the Scottish Borders include Events as a key
driver for attracting visitors to the area and crucially to encourage people to return to
the Scottish Borders.
These strategic documents recognise that the ‘events product’ has a fundamental part
to play in developing and growing the tourism sector. In this sense, the objectives of
any event are two-fold:
To deliver the specific objectives of the event itself – and these can range from
cultural and sporting objectives, to tourism and community development
objectives; and, crucially;
To maximise the economic development impacts from the event.
3Scottish Borders Events Plan 2014 – 2020: 2016 Update
2. Scottish Borders Council Events Plan
2.1 Our Vision
Through discussions with the Council’s Event Coordination Group, the following vision
has been developed:
By 2020 the Scottish Borders is seen as ‘a stage’ for significant
events that raise the profile of the area and create sustainable
economic benefits.
2.2 Strategic Aim
Scottish Borders Council will seek to deliver this vision by developing national and
international events in partnership with EventScotland and working across the public,
private and voluntary sectors. The aim is:
To work together to develop existing events and create new,
exciting events, endorsing the Scottish Borders unique selling
points (USP), targeting events with a significant economic impact as
well as promoting stronger communities and embracing ‘Ambitious
for the Borders’ priorities.
2.3 Objectives
The overall aim is to work together to develop the reputation of the Scottish Borders
as an excellent host for a wider variety of events. In order to achieve this and
maximise the wider tourism and economic benefits, a number of key objectives
emerge:
A. To support the development of events
B. To encourage effective event promotion and marketing
C. To ensure events are evaluated so we understand their economic
impact
The Council in previous years moved away from being directly involved in the delivery
of events so wider ‘legacy’ impacts could be successfully exploited and harnessed. In
order to link events activity closer to tourism and economic development, developing
events with an economic development focus.
Fundamentally we want to bring new, exciting events to the area, and help them to
grow and become sustainable. The Council’s focus will be on enabling new events to
develop and grow, so that over time its resources will continually shift from existing
events towards new events.
4Scottish Borders Events Plan 2014 – 2020: 2016 Update
The tourism growth opportunity is driven by unique and authentic experiences that
visitors can seek out in our area. Therefore, we must build on the rich heritage of
events that we currently have in the Borders, but we must also encourage new and
different events that can offer that fresh, unique experience to tourists
5Scottish Borders Events Plan 2014 – 2020: 2016 Update
3. Opportunities for Strategic Events
3.1 Key Event Opportunities
From the review of previous event activity, discussions with EventScotland and
discussions with local event organisers, the following Event Opportunities have been
identified:
Event Opportunity Event Opportunity
2014-2016 2016-2020
Event Homecoming - 2014 Scottish Government Focus
opportunities Commonwealth Games 2014 Years
Cycling – Tour of Britain/ Tour Borders Railway event specific
de France (Yorkshire) opportunities
New Year and winter months Borders Railway Steam Train
Others including sport, opportunities
heritage, arts and culture Cycling – Tour of Britain
New Year and winter months
Others including sport,
heritage, arts and culture
Infrastructure Abbotsford House Abbotsford House & Visitor
development Borders Railway Centre
opportunities Border Union Agricultural Borders Railway
Society Showground Border Union Agricultural
Tweed Valley/ Glentress Society Showground
New visitor accommodation Galashiels town centre event
opportunities space
Tweed Valley MTB Action Plan
/ Glentress master plan
New visitor attraction
opportunities
New visitor accommodation
opportunities
Links with local/ Local event organizers (private Local event organisers (private
national and voluntary sector) and voluntary sector)
partners: Local clubs and associations Cross Border links
National partners, including National partners, including
EventScotland, VisitScotland EventScotland, VisitScotland,
SportScotland
Railway Blueprint partners
including Scottish
Government, Abellio/ Scotrail,
Edinburgh & Midlothian
Councils, Network Rail
Live Borders and local Trusts
Local clubs and associations
6Scottish Borders Events Plan 2014 – 2020: 2016 Update
3.2 Key Activity Areas
From the review of previous event activity, discussions with EventScotland and with
local event organisers, the following ‘activity areas’ have been identified as having the
most potential:
i) Events promoting Scottish Borders as a host destination -
The Scottish Borders should continue to seek a high profile as an events destination.
This will involve attracting events which have a high economic direct spend or a high
economic impact via Comms / PR coverage. For example, the Tour of Britain stages
in the Scottish Borders are broadcast nationally as part of the 7-day long event via
broadcaster, ITV4.
ii) Events with the potential to develop into major National/ International
events -
To further develop and grow the potential of existing events within the Scottish
Borders to attract new audiences, specifically around:
Cycling
Rugby
Outdoor/ Adventure Sports
Equestrian events
Motor sport and specialist vehicle events
iii) Events offering varying degrees of potential for development -
To develop areas of regional activity that offer the potential for event development,
including collective marketing and profile raising opportunities specifically:
Traditional Music
Outdoors and Access
Literature
Culture & Visual Arts
7Scottish Borders Events Plan 2014 – 2020: 2016 Update
4. Scottish Borders’ Events Characteristics
Festivals and events in the Scottish Borders fall into four categories as detailed below.
Different festivals and events exist and operate for varying reasons, ranging from
tradition, income generation, community cohesion, and visitor and audience
development.
Category Definition
HIGH VALUE TOURIST DEMAND
- International, National or Regional Events
1. Major Festivals - High Profile
and Events - Fit with Borders USP
- Require some SBC support
‘Hallmark’ - Generated both in and outwith the region
They will attract the most publicity and be of most benefit to
the area. They will include some of the area’s major tourist
attractions and local landmarks/landscapes.
Some events may fit between these two categories – more specifically parts of the
programming may sit between these two areas within one event
MEDIUM SIZED EVENTS
- Generate regular audiences
2. Mid-sized events - Specific motive to attend
- Domestic tourists, wider marketing and appeal
Ticketed / Spectator
One off events/ These events are programmed for a specific purpose and
periodic audience. Marketing will expand beyond the local community
and will have specialist press interest.
LOW DEMAND / LOW VALUE
- Regular events
3. Community & - Potential to grow into Medium sized events
Local Events
These events link culture and community and reflect the
Scottish Borders. Their primary audience is the local
community. They will attract some passing trade from
visitors. Examples include local fairs/fetes and rural
agricultural shows and local sports events.
They provide ‘added value’ to the day-to-day experiences for
local people and visitors. These are likely to be determined
4. local weekly and as ‘activities’ rather than stand-alone events or regular
monthly events programming of spaces, such as farmers markets, venues
and or visitor attraction programmes.
8Scottish Borders Events Plan 2014 – 2020: 2016 Update
5. Priorities for Investment – Our Principles and Criteria
5.1 Support Criteria
Scottish Borders Council will invest budget and support to events using the following
Event Development criteria:
Fit with Strategy: does the event play to our strengths as an area; celebrate
our unique cultural heritage and landscape or develop our reputation as an
excellent event host to increase opportunities for higher profile events?
Attracting Visitors: does the event have the potential to attract visitors from
outside the area and is there opportunity to promote overnight stays and return
visits?
Economic Impact: does the event create a substantial economic impact for
businesses in the local towns and surrounding area?
Place Shaping: does the event encourage, support and facilitate events that
celebrate the Scottish Borders’ distinctiveness utilising the landscape and
backdrop which does not allow these event to be held anywhere else?
People – Stronger communities, health, care & wellbeing: does the event
support event organisers who use events to develop a strong sustainable
community, providing opportunities for:
o Volunteering
o Skills and training
o Pathways to employment
o Health and wellbeing
Media Profile: does the event have the ability to attract media attention
furthering the Scottish Borders reputation throughout Scotland, UK and
Internationally?
Funding gaps and potential to draw external funding: what added value
would Scottish Borders Council funding provide? Would Scottish Borders
Council funding enable more external funding to be drawn into the area, for
example from EventScotland/ Creative Scotland/ SportScotland.
Consideration will also be given to minimising potential negative impacts,
including:
Potential for disruption to normal life of residents: are plans in place to
minimise disruption for local communities?
9Scottish Borders Events Plan 2014 – 2020: 2016 Update
6. Key Event Support
6.1 Resources
Scottish Borders Council will continue to offer support to deliver events which fit the
priorities of the Scottish Borders Council Events Plan. Support will be targeted
towards events which have the potential to deliver the most significant economic
impact (primarily Major Festivals and Events and Mid Sized Events).
The Economic Development Service plays a specific role in supporting local organisers
to develop themed events. Working with event organisers, the aim is to develop,
attract and sustain key (and new) events across ‘national’ and ‘regional’ categories, to
promote the area, and measure and promote the impact of these events. The
partnership approach includes working with national agencies EventScotland and
VisitScotland as well as local businesses and communities to maximise local economic
impact. For example, recent events such as the Tour of Britain has returned for the
fourth year, while existing successful events such as the Borders Book Festival,
TweedLove and Melrose 7s are being developed further to enhance their economic
impact, particularly with the opportunities arising from the Borders Railway.
Economic Development supports the development and coordination of events in
conjunction with other key support services within the Council including the Safety
Advisory team, the Roads Engineers/ Safety team, Licencing, Environmental Health,
Wellbeing and Safety, Communications.
This coordination role ensures that economic links are made between the events and
local business development opportunities. Tourism and events are sectors of the
Scottish Borders economy and the Council’s priority is to sustain and grow business
activity in these sectors.
6.2 The Approach
How it Works: the Economic Development Service works closely with event
organisers and other Council services across four key stages to maximise economic
impact.
1. Event Attraction: activity includes marketing the area to event organisers; a
series of business development/ sales pitches to organisers and initial negotiations;
development of a bid to the organiser; securing financial support.
2. Pre Event: once the Event has been confirmed, activity includes working with
organisers on logistical/ technical support, promotion/ marketing and developing local
business opportunities around an event.
3. During Event: activity involves ensuring the safe and effective delivery of the
event in conjunction with event organisers, sponsors, participants and attendees; and
liaising with other relevant Council services via the Events Coordination team.
10Scottish Borders Events Plan 2014 – 2020: 2016 Update
External: working with Agencies such as VisitScotland, EventScotland, Live Borders,
private sector, Town Centre Groups, Events Organisers/ funders and emergency
services.
Internal: Within the Council, activity is coordinated via the Events Strategy
Coordination Group, comprising of representation from Safety Advisory, Licencing,
Legal, Wellbeing & Safety, Built & Natural Heritage, Building Standards, Community
Funding, Roads/ Traffic, Communications, Environmental Health.
Events often require cross-departmental project teams, therefore the coordination role
is critical. The event-specific project teams also ensure that the non-economic
objectives of an Event are realised with local event organisations receiving support
from other services in SBC where relevant.
4. Post Event: activity includes completing appropriate monitoring and evaluation to
ensure the additional economic impact of the event is fully captured and understood.
6.4 Responsibilities
The coordination and management of the Events Plan is led by Scottish Borders
Council. However, successful event delivery requires a partnership approach with
ambitious event organisers and national agencies, as well as local businesses and
communities.
Major events will require co-ordination support from Scottish Borders Council services
to ensure traffic control measures, cleansing etc are in place, keeping disruption to
local life to a minimum. The Council coordinates Local Organising Committees (LOC’s)
where necessary as part of the Safety Advisory Group process. Many events have
received this LOC approach for support including Borders Book Festival, Tour of
Britain, Tour o’ the Borders, Tweedlove, Melrose Sevens and the Club Lotus Jim Clark
weekend.
Civic events, which fall under the auspices of the Council, also require the appropriate
strategic overview and planning.
Contact:
Bryan McGrath (Chief Officer Economic Development)
Jane Warcup (Event Strategy Officer)
Economic Development, Scottish Borders Council
11Action Plan 2014 – 2020: 2016 Update
KEY
Project Pipeline 2014 Update 2016
Resources Identified/ Deliverable Achieved/ Ongoing annual activity
Resources Required Progressing/ Work in progress
Limited/no progress
Action Resource Lead Target Timescale Impact/ Outcome Progress Update
(Support) (activity/ Measured by:
output)
A. Support Event Development
Provide Advisory Staff SBC Ongoing £ leverage Ongoing advisory support
and Funding AFA / CGS No. of Events provided to local event organisers.
Support to local Creative receiving
event organisers Scotland/ ES external 2014/15: £141,822 of total
funding grant funding (SBC/ ES)
investment.
2015/16: £143k (SBC/ ES)
Provide up to date Staff SBC Eventful guide Yearly or Increased knowledge Eventful updated regularly as
advice via SBC used as first as required for event organisers /when required
website and online point of
guide contact.
Maximise benefits of Staff SBC/ES/VS Support key Ongoing National £ leverage Support to appropriate ‘Years of…’
Scottish Government £20k events to events has been provided.
‘Years of Focus’ align to the
- Food & drink ‘focus years’.
- Innovation,
Architecture & Increased
Design (16) investment
- History, heritage for key
and Archaeology events.
(17)
- Young People
(18)Scottish Borders Events Plan 2014 – 2020: 2016 Update
Action Resource Lead Target Timescale Impact/ Outcome Progress Update
(Support) (activity/ Measured by:
output)
Develop existing Staff SCB/VS Increased Ongoing Increase in Economic Support provided to ‘Hallmark’
key events to £40k + investment Impact outturn events including: Borders Book
increase Economic for key events figure Festival, Tour of Britain, Melrose
Impact (est.) which bring 7s, Tweedlove and Tour o’ the
sustained EI Borders. Support provided
in the region. annually working towards the
events being fully sustainable in
future years.
Significant support to Borders
Railway Opening Celebration
Events and Steam Train events in
2015 and 2016.
Support Staff SBC Tailored Ongoing Increased knowledge Networking opportunities provided
networking £10k practical of event organisers. at the events/ tourism
mechanisms for support - Best practice and conferences (as below)
event organisers deliver 5 skill set development
workshops Increase in quality of Limited progress made to
per year event delivery providing additional support
network mechanisms due to
commitments of the Borders
Railway Opening/ related events
in 2015 & 2016.
Event sector Staff 5k SBC Deliver event Yearly Increased 2014 /15 event and tourism
conferences sector knowledge, best conference held in Kelso with 150
VS conference practice and skill set attendees (focus on Food and
development drink)
Other Increase in quality of
agencies event delivery 2014 Scottish MTB/ cycling
conference hosted in Peebles with
190 attendees.
13Scottish Borders Events Plan 2014 – 2020: 2016 Update
Action Resource Lead Target Timescale Impact/ Outcome Progress Update
(Support) (activity/ Measured by:
output)
Ensure events are Staff SBC / Multi- Ensure Public Ongoing Safe execution of 38 number of events were
supported by agency, Fire, Safety events Standardised supported by the Safety Advisory
Safety Advisory Police, approach and one Group (SAG) process in 2014/15.
Group process Ambulance All events stop shop for event This covers all of the main events
(SAG) and Local etc. comply with organisers and those events, where there is a
Organising legislation public safety consideration.
Committees (LOC)
Events are constantly reviewed
and consideration taken as to
whether they should undertake
the SAG process.
Attract New £50k SBC ED/ Bids Year by No. of Event Tour of Britain was hosted with
National and (additional) EventScotlan submitted for year basis attendances a finish event in Kelso in 2015.
International d hosting The net economic impact was
Events events. Visitor spend £307k.
Growth in GVA The Council are currently
No. of negotiating for future TOB events
National & to be hosted in the Scottish
International Borders.
events
secured. The Tweed Valley and Peebles
hosted the Enduro World Series
in 2015 with 4600 visitors and a
net economic impact of £600K.
The Tweedlove Bike Festival,
now over 2 weeks in May had a
net economic impact of £594k
with 5,000 visitors.
The Tour o the Borders
continues to grow annually. In
2015 the net economic impact
was £595K with 7,500 visitors.
14Scottish Borders Events Plan 2014 – 2020: 2016 Update
Action Resource Lead Target Timescale Impact/ Outcome Progress Update
(Support) (activity/ Measured by:
output)
The British MTB champs were
hosted in Selkirk in 2015 and
the net economic impact was
£69k.
Work in Staff SBC Promote No. of Event The Council works in conjunction
Partnership to ED/Comms event related attendances with VisitScotland, EventScotland
develop activities / and other national partners to
coordinated business tie Visitor spend promote events to a national/
communication ins etc. Growth in GVA international audience (measured
by individual event EIAs).
Identify local Staff SBC/ Development Ongoing Improved and higher The Tweed Valley / Glentress
infrastructure (additional) Various strategy work quality facilities Master Plan is currently
needs & stakeholders with partners progressing, which considers
facilitate FC/SE/Twee on potential infrastructure
investment d Valley infrastructure developments for the Tweed
requirements Valley and multi user access
opportunities.
A Borders Railway Tourism
Destination Audit has been
produced by Midlothian and
Scottish Borders Councils to
highlight the opportunities for
partnership and collaborative
development opportunities linked
to the Railway.
A ‘Covered Spaces’ Report has
been completed for Galashiels,
which considers various town
centre locations for additional
activity and events to stimulate
the town centre/ linked to the
Borders Railway opportunities.
15Scottish Borders Events Plan 2014 – 2020: 2016 Update
Action Resource Lead Target Timescale Impact/ Outcome Progress Update
(Support) (activity/ Measured by:
output)
Promote benefits to Staff SBC/ BG Specific Ongoing Economic Impact Economic Impact Assessments are
businesses through (additional) /ATP/ assessment of assessment of completed for significant events,
collaborative Chamber of businesses increase in which identified the benefit of local
working Commerce when events expenditure by event partnership/ collaborative
are taking attendees and event working:
place in the organisers (goods & Borders Railway opening
locality services) Tour of Britain
Tour o’ the Borders
Tweedlove
Borders Book Festival
Melrose 7s.
Total Economic Impact for the
above events £5,735,052
B. Encourage Effective Event Promotion and Marketing
Maximise joint Staff SBC/VS/ES VisitScotland 2 per year Increase awareness Significant national promotion of
marketing and promotions Ongoing and event the Scottish Borders with the re-
promotional and linkages attendance opening of the Borders Railway
activities to and related event activity (see
VisitScotland Capture of campaign below).
Website and/ information (web hits
or / etc.) Significant media promotion of the
publications Scottish Borders particularly with
Event collaboration the Hallmark events.
Promote (theme/geographical Melrose 7’s covered by BBC
coordination ) Scotland
of events with Tour of Britain featured on
similar ITV4
themes
Opportunity to develop continued
promotion with the current
hallmark events and the wide
range of the events calendar.
16Scottish Borders Events Plan 2014 – 2020: 2016 Update
Action Resource Lead Target Timescale Impact/ Outcome Progress Update
(Support) (activity/ Measured by:
output)
Locally
Border Events (private sector)
continue to market and promote
events via the website and hard
copy brochure.
Live Borders continue to deliver
the quarterly hard copy ‘what’s on’
guide.
Promote the Staff SBC/VS/ES Event Ongoing Increase in the Continuous partnership working
Scottish Borders as Destination number of events in with EventScotland to raise the
an excellent host Guide the region profile of the Scottish Borders and
for events produced bring events to the area.
No of new Opportunities to build on this and
events attract additional events will
aligned to the require increased investment and
region’s USP’s resources.
Promote ‘Event Staff SBC/ Event Ongoing Increase in number The area has a range of cycling
Tourism’ in the £12k VS/Comms Destination of event attendees events, festivals and sportives
Scottish Borders, Guide / Social and quality of including Tour of Britain,
including focus on Media experiences Tweedlove, Tour o the Borders,
USP ‘all wheels’ Closer links and Tour de Lauder, Selkirk MTB, Ken
cycling collaboration, Laidlaw Sportive as well as many
creating a portfolio other local cycling events/
of events to activities (see below).
‘sell/showcase’ the
region The Scottish Borders Cycling
Tourism strategy and Action Plan
2016 – 2021 has been developed
to progress further opportunities.
17Scottish Borders Events Plan 2014 – 2020: 2016 Update
Action Resource Lead Target Timescale Impact/ Outcome Progress Update
(Support) (activity/ Measured by:
output)
Facilitate the Staff SBC/ES/ Review 2 per year Number of joint Regular cross boundary events
development of (additional) other Local current Ongoing events hosted have been added to the events
events and Authorities network and calendar including:
promotional opportunities Increase in Wooler Wheelers,
activities with Engage with on offer. collaboration of Northumberland
neighbouring Local various Attendance at stakeholders A Bridge too Far,
Authorities and stakeholders event Norham/Kelso
other areas of , i.e. FC / SE development Ride to the Sun, through
Scotland. / D&G meetings Borders (Carlisle to
Cross Cramond)
boundary Poppy Scotland sportive,
events hosted Prestonpans / Berwickshire
Collaboration Bethany sportive, starting
on specific at Lasswade and heading
events south
Further opportunities will be
explored as part of the Scottish
Borders Cycling Tourism strategy
and Action Plan 2016 – 2021.
C. Evaluate Events and Understand their Economic Impacts
Measure the £5k SBC/ED/E&L Evaluation of Ongoing No. of Event Each event, which is supported by
economic impact of Staff L specific key attendances and the Council or the public sector, is
all supported events increase year on required to submit an Economic
events using the year. Impact Assessment. Economic
eventIMPACTS Visitors spend. Impact figures are collated each
method and use Growth in GVA year.
data to inform
future development
Measure National Staff SBC/ED/Co Evaluate ongoing AVE & PR Value of Significant international and
and International (additional) mms media events national promotion of the Scottish
Media Exposure coverage Borders with the re-opening of the
associated Strengthen the Borders Railway and related event
with events events/tourism activity.
profile of the region
18Scottish Borders Events Plan 2014 – 2020: 2016 Update
Action Resource Lead Target Timescale Impact/ Outcome Progress Update
(Support) (activity/ Measured by:
output)
The Railway was officially opened
by HM The Queen on the day,
which marked her as the longest
reigning monarchy. This ensured
international coverage throughout
the commonwealth.
Range of national and
international media exposure with
particularly the current hallmark
events.
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